Abstract
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This research examined the cognitive antecedental effects on organic food purchase behaviour for understanding the perceptions and hindrances associated with purchasing organic food products. Theory of Planned Behaviour (TPB) was adopted as a theoretical framework. A total of 250 young consumers in the two cities of Southern Punjab, Pakistan was randomly sampled and data were collected via a face-to-face survey method. Partial least square technique was employed to test the model. The results showed that attitude towards organic food purchasing motivated when moral norms were activated to consume organic food products. Further, environmental knowledge moderated the relationship of organic food purchase intentions and behaviour significantly. The findings highlighted the importance of moral norms as a meaningful antecedent that could increase the TP-based psychosocial processes if consumers have sufficient environmental knowledge. Therefore, farmers, organic products marketers, government administrators, and food retailers should take initiatives not only to highlight the norms and values but also when promoting organic food production and consumption. |
Keywords
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Environmental Knowledge, Organic Food Purchase Behaviour, Personal Attitude, PLS-SEM, Subjective & Moral Norms |
Article
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Article # 59
Volume # 2
Issue # 4
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DOI info
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DOI Number: 10.47205/jdss.2021(2-IV)59
DOI Link: http://doi.org/10.47205/jdss.2021(2-IV)59
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